B2B prospecting just doesn't work like it used to. Sales teams are running out of steam, databases are obsolete and response rates are plummeting.
Yet the pressure is on: 19% of B2B marketers cite lead generation as their #1 challenge.
Generating leads has never been so strategic and... or so complex.
Here's everything you need to know about B2B lead generation and how to generate qualified leads (and convert them!).
1. B2B lead generation: What is it?
B2B lead generation consists of identifying, capturing and qualifying contacts likely to become customers.
These leads can come from :
- forms (ebooks, webinars, demos),
- inbound SEO / content,
- outbound prospecting,
- targeted advertising,
- or more recent channels (communities, cold DM, newsletters, etc.).
1.2 Why is lead generation essential in B2B?
No leads, no pipeline. No pipeline, no revenue.
B2B prospecting is a long cycle: several weeks, sometimes several months. You need to feed this cycle continuously with qualified leads and contacts.
A good B2B lead generation strategy enables :
- anticipate slack periods,
- smooth out income,
- reduce dependence on word-of-mouth,
- improve the quality of incoming deals.
It's also a predictable growth lever. And a solid basis for scaling without burning a hole in your budget, provided you apply the right methods.
2. B2B Lead Generation: What are the best methods?
2.1 Inbound: Attracting the right leads naturally
Key tools:
- SEO + evergreen content (guides, studies, comparisons, listicles). SEO content that educates and guides prospects right from the start of the funnel generates more conversions in the long term than purely promotional content.
- Lead magnets: checklists, templates, simulators, etc. You need to provide value for a very specific, practical need.
- Pop-ups and forms on landing pages.
💥 Expert tip: Optimize your pages on intent-based, targeted queries (e.g. "B2B CRM comparison" rather than simply "CRM"). This allows you to respond in a more targeted way to the specific needs of your ideal customer.
2.2 Outbound: Going after the right accounts
The main outbound methods :
- Cold email + personalized sequences
- LinkedIn automation + hybrid human/IA approach
- Data enrichment to avoid dead leads
87% of LinkedIn messages are not personalized. Personalization is THE key to standing out and converting.
💥 Expert tip: Segment your sequences according to prospect maturity, not just persona.
Want to automate without losing personalization? Scalability designs tailor-made outbound sequences, combining AI and human strategy.
3. Leverage LinkedIn to generate ultra-targeted B2B leads
LinkedIn remains the #1 B2B channel for generating qualified leads. But if you don't use it properly, it quickly becomes a noise generator and damages your reputation on the platform.
3.1 Creating an attractive profile
The profile is not a CV, it's a sales page. It must :
- Address a clear problem,
- Display social proof,
- Call to action (appointment booking, calendar link, etc.).
💥 Expert advice: LinkedIn favors personal branding over company pages. The company page deals with news (products, partnerships, etc.) and the personal profile tells a story and builds trust.
3.2 Contacting the right profiles (without spamming!)
Before contacting us, please :
- Analyze profile,
- Check relevance (position, sector, maturity),
- Personalize the message with a common point or a keen observation.
3.3 Automate without dehumanizing
Automation tools (lemlist, Waalaxy, Clay...) are useful , provided certain rules are respected:
- Target an ultra-precise base,
- Vary your messages and keep your tone natural,
- Track response rates to continuously adjust campaigns.
4. Defining a clear KPI: The foundation of any B2B lead generation strategy
A quality lead always starts with a well-defined target. Yet far too many sales people fail to properly define their ideal customer beforehand.
4.1 What is a PKI?
The ICP (Ideal Customer Profile) is a description of the ideal customer.
❌ Without a clear KPI, you're aiming into the void. It's your prospecting compass.
A good KPI goes far beyond the sector or position. It includes concrete criteria such as :
- company size (VSE, SME, scale-up, etc.),
- sales (and sales growth),
- tools used (CRM, ERP, CMS, etc.),
- business priorities (growth, profitability, international expansion),
- business pain points (lack of leads, poor qualification, unclear ROI, etc.).
It's also a tool for alignment, between marketing, sales and product.
All teams address the same prospect and optimize every message, every campaign, every demo.
✔️ A well-defined KPI = greater relevance, efficiency and less wasted time.
5. Build a clean, usable database
You can't generate B2B leads efficiently without an up-to-date database.
A "dirty" database = bounced emails, plummeting open rates, sales reps wasting time, prospects contacted twice.
It's also a legal issue. RGPD, consent, opt-in... Nothing should be left to chance.
5.1 Enhancing data for better qualification
Tools such as Kaspr, Dropcontact, Clearbit or Lusha enable :
- complete incomplete files (email, job, LinkedIn),
- validate coordinates and limit bounce,
- pick up on weak signals: fund-raising, job changes, mass recruitment, etc.
The fresher the data, the more accurate the messages.
It's the key to personalizing at scale without spamming!
5.2 Centralizing and cleaning the database
A good base is a living base.
To be audited, updated and structured regularly.
You need :
- eliminate duplicates (goodbye to double dunning),
- correct errors (mistakes in emails, wrong numbers...),
- segment finely: by industry, by role, by phase of the buying cycle.
A badly maintained CRM is like a hardened address book: illegible and useless.
6. Smart relaunching with retargeting
Retargeting enables you to turn cold visitors into lukewarm leads. It involves retargeting users who have interacted with a site or content, but have not yet taken action.
6.1 Channels to activate
- Google Ads: for retargeting visitors who have consulted key pages (prices, landing pages, forms, etc.).
- LinkedIn Ads: to reach decision-makers who have visited a company page or interacted with publications.
- Email retargeting: to follow up contacts who have downloaded a lead magnet or started a conversion process.
7. Automate without losing the "human touch
Automation is not an end in itself.
It's a lever for saving time without sacrificing quality. ✔️
Used incorrectly, it produces cold messages, out-of-context follow-ups and irritated prospects.
Used properly, it streamlines processes, boosts responsiveness, and frees up time for what matters: the relationship.
7.1 Workflows to be automated
Here are a few ROI-ist automated workflows:
- Automatic lead distribution by score, channel or persona,
- Intelligent reminders based on behavior (opening, clicks, inactivity, etc.),
- Qualification enriched in real time according to the signals collected.
💡 The goal: send the right message, to the right person, at the right time, without manual intervention.
7.2 Recommended tools
- Make or Zapier: connect your tools (CRM, email, Slack...) without writing a line of code.
- lemlist, LaGrowthMachine: for orchestrating highly personalized multi-channel sequences.
- folk CRM, HubSpot: to centralize data, track interactions, and trigger actions automatically.
Powerful tools. But to be used with finesse and expertise.
8. AI in B2B lead generation
Artificial intelligence does not replace the human being.
But it allows us to go faster, further and more precisely.
Used properly, it accelerates the entire B2B lead generation cycle:
- identification,
- qualification,
- personalization,
- scoring,
- relaunch.
8.1 Concrete use cases
- Predictive scoring: automatic prioritization based on weak signals (email opening, pricing page visit, job change, etc.).
- Large-scale personalization: generation of messages tailored to each profile using finely-tuned AI models.
- Lead generation: real-time enrichment using tools such as Apollo, Clay or lemlist.
- Conversational automation: first exchanges qualified by AI agents (chatbots, AI SDR...).
8.2 AI vs Human: Which to choose?
❌ AI alone isn't enough. Or at least, it's not optimal.
Without a strategy, it won't produce results.
Scalability combines the power of automation with human precision:
- analysis of real needs,
- selecting the right tools,
- creation of customized workflows,
- and support every step of the way.
The right message. To the right target. At the right time.
Without losing what makes the difference: human discernment and expertise.
Conclusion
Effective lead generation is not based on quantity, but on precision, method and strategic alignment.
✔ It all starts with a well-built ICP, a clean, segmented database,
✔ The inbound + outbound duo works when contextualized,
✔ LinkedIn, coupled with data enrichment, makes it possible to target the right accounts,
✔ Nurturing turns passive leads into real opportunities,
✔Automation frees up time without sacrificing relevance,
✔ And retargeting optimizes every euro invested.
Mastering these levers means building a scalable, measurable and truly predictable lead pipeline.
